TITLE

GM's Buick rides luxury into China

AUTHOR(S)
Madden, Normandy
PUB. DATE
June 1999
SOURCE
Advertising Age;6/21/1999, Vol. 70 Issue 26, p16
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the marketing of Buick automobiles by General Motors Corp. in China in October 1999. Priced between $36,000 and $48,000, the Buick Xin Shi Ji, Buick GLX and Buick GL are based on the Buick Century and Buick Regal. They are made locally by Shanghai General Motors. The cars debuted on June 15, 1999 at Auto Shanghai 1999 trade fair in China and production through August 1999 sold out quickly, according to Philip Murtaugh, executive vice president of Shanghai GM. The fanfare for Buick started in December 1998 when the first car rolled off the assembly line. It was accompanied by a corporate-image advertising campaign. Brand-oriented advertising followed with the debut in October 1999. The television campaign touts the performance of the Buick, its safety, comfort and positions the brand between pricey imports and local brands.
ACCESSION #
1959757

 

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